Coach USA Social Media Messaging

Social media illustrated content marketing for Coach USA, supporting Spring gifting with uplifting messaging amidst a global pandemic

As part of their social messaging amidst the global pandemic, COACH invited ML studio to create a social media asset to be used on their instagram feed reaching 4.8m followers worldwide.

A month into quarantine, it was an unprecedented time for retail companies, especially fashion brands. So using our vision in keeping with the brands aesthetics we wanted to create something that customers and online fans could share and respond to.

By incorporating the word JOY into our own imagery, we hoped to make the viewer feel uplifted and acknowledged via COACH’s wide reaching online presence.


The, ‘Joy’ campaign featured on the Business of Fashion website highlighting how brands were pivoting in speaking to their audience through craft, art and artists instead of celebrities and the normal influencers used. Stating real people spoke better to their followers.

The images were also a big success on Coach socials Instagram and Twitter.

Working to a strict colour palette, you can see the different images we explored to reach the final design, shown above


Coach NYC


Fashion & Retail Marketing


Illustration & Brand Messaging

Project team

Filling Global